Representation of the gender aspect in advertising texts

Abstract

The article considers different definitions of the advertising text and its functions. The author dwells on the gender aspects. The research states that gender stereotypes affect advertising texts. On the one hand, advertising forms certain social stereotypes.
The main attention in the work is given to advertising texts targeted to the female part of the audience. The author analyzes stylistic and linguistic means used in these advertisings. The advertising text reflects the influence of modern reality on some changes in the aspects of the position of women. Now a woman is perceived not only as a homemaker, mother and wife, but also as an independent and active person successful in her career. She advertises automobiles, which was unprecedented for a XX century woman. On the other hand, her dependence on the position of men is manifested in imposing the stereotype «to be attractive, to remain a good homemaker», which is shown in the advertising of cosmetic production, household chemicals and many other goods, addressed mainly to a woman.